Airplane pilots are often judged on their ability to make smooth landings after flights to desired destinations. Similarly, businesses are judged based on their landing pages, also referred to as “destination pages,” where consumers arrive after online searches for a product or service. Landing pages are microsites, single web pages that companies use to promote their brands and specific products or services they offer. Just as landing an aircraft well requires skill and experience, so does building a well-designed landing page.

Landing pages are digital marketing tools focused around a company goal and a message they want to send, as well as specific, tailored keywords that will help a company achieve both of those things. They are employed by clients to establish their brands on the internet. They build brand awareness via targeted advertising campaigns—they allow companies to deliver specific content to specific portions of their overall audience. These singularly focused landing pages are separate from a company’s main website, and are used to achieve a specific marketing goal, such as launching a new product or service or announcing a one-time promotional event.

Landing pages help attract visitors and grab their attention right away, to persuade them to complete an online form; this is how consumers access whatever product or service is being promoted. They are engaging web pages that appeal to interested consumers and draw them in with clear, quick-to-read, and persuasive headlines (and sometimes sub-headlines). They also present brief, focused, straightforward descriptions or explanations of the product or service offered. The most important part of landing pages, though, are powerful calls to action; these powerful statements are strategically placed on landing pages to compel consumers to convert. This simply means that when consumers are engaged, they become leads; and when leads are compelled to act, they convert and become solid customers. And that means increased overall revenue for companies.

Landing pages are also a great element to add to an online marketing plan because the focused content included on the landing pages is optimized with keywords (as well as images) through the search engine optimization (SEO) process. These optimized landing pages help connect people to the websites of companies offering what they want or need according to their internet searches. They appear at the top of the list of search results on a web browser, which helps companies attain better search engine rankings; and higher search engine rankings mean greater visibility across the internet. Greater online visibility helps solidify the digital presence of companies, and significantly increases their business traffic.

In an airplane, a skillful landing is the result of a practiced approach. In digital marketing, a solid lead conversion is the result of the efficient use of marketing tools, like landing pages. So, here’s the bottom line: companies have higher conversion rates when they utilize quality landing pages as part of their overall marketing strategy.

Do you want to make effective use of digital marketing tools like landing pages to boost online business traffic for your company? Are you interested in learning more about how professional SEO and web design services can benefit your business and increase your bottom line? Contact Eye See You Now to help with your SEO, web design, marketing, and social media needs.

Written by: Erika Mehlhaff